Wednesday 27 November 2013

Selling considerations for VoIP Solutions





Real customer communication is more than telecom acronyms


Telephony technology is full of acronyms. The sales it and telecoms professionals may know what you mean when you talk about DDoS (Distributed Denial of Service) and DECT (Digital European Cordless Telecommunications) but the customer, the SMB owner, considering this major purchase may be overwhelmed and confused. Worse still, they may be too proud to admit this lack of knowledge. As a result you may miss an opportunity to discover what the client really needs from their new system and so what extra things you could sell them.

"Stand out as a true expert  by saying really clearly what you really mean"


Always offer products based on client's needs

There is no problem without a solution. It is your job to listen carefully to your client as they describe their business and its practices so you can determine what they actually need instead of what you assume you can sell them. And don't offer them a product based on their current broad band. Make sure they up-grade their Internet connection to match the job to be done, and not vice versa.

Scenarios

  • Companies with  large number of concurrent calls, have sophisticated call routing and voice prioritization features, and a system that links their tradition PBX traffic to the Internet. They will benefit from a gateway product that offers greater capacity, gives good sound quality and can be integrated with other applications.


  • Growing companies that have various telephony-connected devices that operate in analog mode (e.g. a building security alarm, credit card machines, fax machines) will need an IP PBX solution that can accommodate fax lines and their regular plain old phones.

Always offer a complete solution

Make your sales pitch have real meaning. Tell your client what a feature really does and why it's important for them to have it to accomplish their business goals. For instance:

Scenarios
There are more FXO ports.
What the customer really wants to know: The FXO (regular analog telephone) ports make it possible for you to continue using your existing analog phones, fax machines and other analog devices. This way you can integrate the features of a new, IP telephone system with equipment you already have.

You can buy keys in 16-port increments.
What the customer really wants to know:  Buying keys to increase the number of available ports is an inexpensive way to add more capacity (= internal telephone lines) to your system. Your phone system can grow with your business, without having to buy additional hardware.

There is a built-in capacity for fail over calling.
What the customer really wants to know: We can configure your system to default to your traditional land line in case your Internet connection fails. This means that people in your office will still be able to make some calls until the connection is restored.


After the sell: 


More security now means fewer regrets later 

In a recent study among a group of VoIP users in the US, 40% of the respondents said they did not have specific plans to secure their VoIP deployments. 

The endpoints of your client's VoIP system are vulnerable to attack. Among those areas that are now vulnerable to unauthorized access, viruses and worms are: operating systems, Internet protocols, applications and management interfaces of VoIP phones, desk-top computers and laptops running soft phones.

It sounds scary however, it also means that there is a lucrative market for those who sell VoIP security products and services to their customers. Network security has to be part of a successful deployment. You can be a hero to your client by offering them the protection they need.


A good installation plan will make the configuration of the system much easier for you and your client.

Choose your options; a quiet weekend on the lake or golf course or 48 hours in your client's offices trying to discover what went wrong with their deployment. Good planning makes the difference here, although many people in the industry say that good pre-installation planning is unusual.












Thursday 30 May 2013

Measuring an E-mail Marketing Campaign


·         100% of the marketing channel must be measurable with ROI indicators.

·         Real time data analysis of every email is necessary.

Email marketing service providers must be link to in house CRM in order to have the ability to perform real-time monitoring (actions such as openings and clicks) of each email from the time they leave our server until they are delivered to the final recipient. Some of the most important indicators to be measured and monitored on an email marketing campaign are:

Open Rate
The opening rate recorded of recipients who have seen the emails.
To register this statistic is that the recipient must enable images in your email program so they load or press a link included.

Click Rate
Record it clicks that occur on any newsletter.
This indicator reflects the effectiveness of the campaign and the relevance of your offer.

Conversion rate
allows us to track conversion goals in a particular website (often integrated with Google Analytics).

Email opt out
If the casualty is very high, it is because the message you send is not relevant or importance to the recipients and should immediately review your content.

Bounce Rate
Measuring the quality of the Campaign list is certainly very important as it allows us to work exclusively with real recipients.
The rebounds are usually per recipient or register unknown domain.

Good email marketing campaigns are not simply send one newsletter massively; consist of comprehensive and continuous analysis of key indicators that we reflect the behavior of the recipients what will eventually become measurable results!

Campaign Member Details


Member Details

Campaign
Responded
Lead id
Campaign score
Status
Level of Interest
Responded
Reply
Converted Leads
 

 

E-mail Actions

Opens
Unopened
Clicks
E-mail opt out
Lead Rating
 
 
Forwarded
Soft bounced
Forwarded opens
Hard bounced
 
 
Facebook Likes

 

Phone Actions

Stage
Total Positive
              1st call Attempt          Time
Total Negative
              2nd call Attempt         Time
No Answer
              3rd call Attempt          Time
Wrong Inf. Prevent contact
Total Attempts
Wrong Inf. Prevent contact

Campaign Details Lay Out


Campaign Planning

Start Date
Expected Revenue
End Date
Budgeted Cost
Number Emails Sent
Actual Cost
Number Phone Calls made
 
Expected Response %
ROI

 

Campaign Statistics

Total Responses
Number total Opportunities
Total Leads Created
Number won Opportunities
Qualified Leads
 
Appointments
Total value Opportunities
Converted Leads
Total value won Opportunities

 

E-mail Statistics

Opens
Unopened
Clicks
E-mail opt out
Lead Rating
 
 
Forwarded
Soft bounced
Forwarded opens
Hard bounced
 
 
Facebook Likes

 

Phone Statistics

Stage
Total Positive
              1st call Attempt 
Total Negative
              2nd call Attempt 
No Answer
              3rd call Attempt 
Wrong Inf. Prevent contact
Total Attempts
Wrong Inf. Prevent contact

 

Campaign Planning

Start Date
Expected Revenue
End Date
Budgeted Cost
Number Emails Sent
Actual Cost
Number Phone Calls made
 
Expected Response %
ROI

Friday 24 May 2013

E-Commerce Customer Purchase Decision and Marketing Strategy


I.                   E-Commerce

Effects of customer purchase decision and marketing strategy

      i.         Consumer behavior consumption and buying behavior

Consumer buying behavior can be define as "the dynamic interaction of cognitive and affective elements, behavioral and environmental whereby individuals create exchange behaviors", in other words, the set of thoughts and feelings experienced by the individuals in addition to the actions carried out in their consumption processes.

    ii.         Effects of the e-commerce

Electronic commerce means that consumers have to look for merchants through their individual websites. While virtual retailers can advertise both in traditional media and on the Internet, some retailers do not consider that consumers need to find them in some way on the Net, aspect whose solution lies in the implementation of an online massive advertising to reach the virtual target market. However, even if consumers come to enter the merchant Web site, it is quite common that they are exclusively dedicated to collect information without actually buying any products at that moment.

Consumers can use traditional and electronic channels, for visiting stores or to complete the process of buying the actual product. They work also distinguish four strategies that consumers could use to carry out exchanges, combining these two types of channels. First, consumers could make both electronically visit the store and purchase the product, simply making a pure electronic exchange. A second strategy would be that the consumer could use an electronic exchange through a computer-assisted store (store-aided). In this case, the consumer goes first to a traditional store to physically examine and gain experience about the product. Having taken the decision on the desired product, the consumer would buy in a virtual store. Third, consumers can choose to collect information on the Internet about the product (web-aided) and then go to a regular store to make your purchase. Finally, consumers can shop in traditional stores without using Internet.

There are significant differences within the formats mentioned above depending on the requirement of information that consumers need. For example for products with a high degree of need of information, traditional formats such as television offer substantial advantages. While for those products that require only some text or just photographs, catalog and web formats provide a sufficient level of information. However it is worth noting that the changes in pricing policies of online stores formats and the freedom and control over the purchasing process in addition to the vast amount of information and the relative ease has developed a significant growth in virtual stores.

   iii.         Virtual and artificial environments

Virtual or artificial environment is any means that allows us to communicate interactively with other users of the medium and the medium itself, being able to provide us with information in any format and also not necessarily sequentially. These environments are called Hypermedia Computer Mediated Environments or, briefly, HCME's among them the most widely known "Internet" or so called World Wide Web as a graphical environment that can interact include different types of communication tools and integrated systems in it. The ability to manage the virtual environment for the consumer as well as the challenges posed by the environment; introduce new competitive elements into this new medium practically nonexistent in the physical environment (traditional).

However, even today the percentage of those who try to make a purchase on the Web, fail and give up. One might think at first that the main reasons for these failures are technical reasons such as failure in the connection or similar. But On-Line Retailers would be wrong if they focus only on those problems and forgot transaction related errors or the information required to complete the purchase process and how ease to use is their website. In fact the design and the quality of the website have effects in the business performance of virtual stores.

  iv.         Importance of the design in the adoption of the sales channel

The design and layout of the website carries great importance in online consumer behavior because they are benchmarks with great influence on the purchase decision process; aspects such as browsing speed, bandwidth, and content definition and of course the creative aspects of the website. It is not just that the online store is attractive, but the design must be an essential part of the overall sales strategy. In addition the cultural elements must be taken into account because of its significant influence on the design of the website.

However despite the predictions of great development of online sales to the end consumer many studies are showing that these expectations are not being carried out. The number of web sites and total sales is still marginal, and in part, is caused by a poor design and navigation of the virtual stores. Furthermore the adoption by consumers of this sales channel does not occur at the same time or in the same way and there is a learning curve for Internet web users ranging according to their personal characteristics.

    v.         Socio demographic and cognitive variables

Socio-demographic variables affect perceptions of the virtual users about the advantages of buying online regarding the conventional purchase. In addition, behavioral variables influence the response to stimuli of purchase by the effects marketing experience. Online users can be classified as "potential buyers of Internet" and "internet buyers".

In general, cognitive states relate to aspects such as: how online shoppers interpret the information from the display, the choice of sites and alternative products, attitudes toward virtual stores, etc.

Hence that On-Line Retailers must framed the term attitude, as an affective response and cognitive system have focused on the individual as a process of interpretation that elicits information or statements related to knowledge, beliefs and learning within the virtual environment which is immersed.

                                                                                                                                              
II.         Target market segments

      i.         Behavioral learning theories and stimulus

Consumer learning can be behavioral or cognitive. The behavioral learning theories part of the so called stimulus-response characterized it is considered that a given subject has learned if he acts or responds in a predictable way to a known stimulus. In the other hand cognitive learning is caused by exposure to certain information.

Similarly, previous satisfaction provided by a brand can lead to repeat purchases resulting in shopping habit. In this case, the consumer has reduced their needs to evaluate different alternatives (brands). In this way means that the habit is a way to ensure satisfaction based on past experience and simplifying the purchase decision process by reducing the need to search for information and evaluation of the brand. Thus, the habit would lead to purchases that are opposed to complex processes of buying decision. Understanding procurement by habit requires an understanding of the principles governing consumer learning. The habit can lead to brand loyalty or inertia. Thus, brand loyalty is repeat purchase by establishing commitment to a particular brand. But when the previous satisfaction with a product that is not overly important leads the consumer to buy the same brand, the phenomenon referred to is that of inertia. The consumer learning processes occur because consumers learn from past experience that affects their future behavior.

    ii.         Cognitive learning

Cognitive learning occurs when people interpret information from the environment and create new knowledge or meanings. Normally, these new meanings modify their existing knowledge structures that have in memory. The contact that consumers have with products and services can occur via three pathways:
  1. Use direct personal experience: In this case, On-Line Retailers use a variety of strategies such as free trials of products to cause consumer direct experience about their products.
  2. Vicarious experience about the product: Consumers can acquire indirect knowledge about the product by observing how others use the products. On-Line Retailers can indirect cause these experiences through demonstrations that take place within the point of sale (videos and chats on their website).
  3. Interpretation of the information related to the product: information from means of communication of personal sources such as friends, family and special interest groups. On-Line Retailers can use reference system of users boards.
The interpretation of information on products and services can lead to three types or levels of knowledge learned: addition, adjustment and restructuring.

First addition once consumers interpret information about products and services, add new knowledge, meanings and beliefs to their existing knowledge structures. Second adjustment as consumers gain experience with a product, knowledge structures tend to become larger and more complex by adding processes. At the same time, consumers can adjust their knowledge structures to make them more precise and generalizable. Finally restructuring involves the review of an associative network of knowledge, which may include the creation of new structures of meaning and / or reorganization of an ancient knowledge structure.

It is worth noting for On-Line Retailers that the addition, sometimes and the adjustment can occur without cognitive effort, while restructuring involves extensive cognitive effort, substantial thought and reasoning process. In fact, the introduction of a new product that is quite different from the present, may force consumers to restructure their existing knowledge about the product / location to accommodate the same.

   iii.         Virtual consumers

There have been many efforts to classify or segment buyers into different virtual categories. Probably the earliest qualified consumers (conventional) as "economic, individual, ethical and apathetic." With the resurgence of the virtual user, a significant number of authors have performed such classifications of a consumer, whose main purpose is focused on identifying groups of related virtual consumers and generate strategies to suit their profiles.

  iv.         Characteristics and variables of the buying process

The adoption by consumers of virtual channels such as On-Line Retailers does not occur at the same time or in the same way, in fact there is a learning curve for the consumers according to their personal characteristics.

In this sense and by analysing the adoption curve proposed by Rodgers the “early adapters” played an important role as transmitters of use. The so-called "early majority", is characterized from its incorporation and it is crucial in facilitating the consolidation of the medium. The "late majority", that group consists of future Internet users will access when enjoy wide acceptance (as is already happening in places such as the United States). Finally, the "laggards" are risk averse individuals who access the Internet when most of the market and previously accessed.

In the online buying process socio demographic variables influence user perceptions about the benefits of purchase online. In addition, behavioral variables influence the response to marketing stimuli of purchase in function of the experience. Specifically, in the group of "innovators" (relatively younger, with higher educational level and higher income than later adopters and non-adopters, those two groups require higher levels of stimulation than early adopters and majority. These observations have great importance for On-Line Retailers because they must design their web pages to profile their target markets including dynamic elements and appealing to their emotions.

Other studies have virtual consumers classified according to their propensity to purchase virtually; in order to identify characteristics associated consumers more profitable. Such studies have classified online users as "potential buyers of Internet" and "internet buyers". Meanwhile, others classified based on virtual consumer information search process, differentiating between "observer" and "direct search" and suggests that online stores should be designed to cater for both types of web users, both for those who know exactly what they look like and for those who only want to take a look at the web.

    v.         Segmentation by analyzing clickstream

Demographic variables when combined with behavioral variables there is a significant and complete predictable online segmentation his four variables are:

(1) Length of session: duration of the user session measured in minutes
(2) Expected time on each page: Length of time spent by the user on each page before clicking on the next
(3) Concentration on category: Maximum percentage of the total time spent on those sites, which are classified in the same category
(4) Familiarity with the website after the site visit at least three occasions

Virtual consumer segments obtained using this segmentation based on the virtual behavior are the so-called "loiterers" and "surfers" that visit familiar places, although the "loiterers" focus on a category such as books while surfer browse aimlessly. For the "fast" are attracted to short visits in search of specific information. The "Just the Facts" but also seek specific information from related sites, which is more likely to complete the purchase. Users on "single mission" also focus on sites of a single category, but do so to visit unknown sites in search of information they need. Web users "do it again" remain more time overall and visit past places frequently visited. Finally, the "information please" have less chance to focus on a point of familiar sites, gathering information from anywhere.

These segments provide specific guidelines for marketing actions. For example, if On-Line Retailers wants to establish a brand image with teens and young adults who are limited in the segment of "loitering", they can use the technique of advertising pop-up linked to those sites visited by these segments.

                                                                                                                  
III.         Marketing strategy towards their targets

      i.         Effects of the design of online stores

Online Retailers must profile their customers according to their activities by performing a cluster analysis using benchmark the intentions of the individuals in the virtual environment.

    ii.         Activities of Internet purchase process in On-Line Retailers

1) Identification of the parties involved in the exchange: On-Line Retailers must locate potential customer, which in turn starts the process to recognize certain shortcomings looking for products to try to satisfy them. Both parties use the Internet to gather information and make the first contact. The buyer may choose to use search engines to locate the seller offers and try to channel the demand requirements using the information generated by the user navigation patterns.

2) Exchange of information between the parties: On-Line Retailers must exchange information through various means such as email, forums, chats and real time, etc.

(3) Argument: the process of sale presentation assortment comes with arguments by which On-Line Retailers tries to show product features, benefits and other issues of interest to the user (answer questions, FAQ- Frequently Asked Questions, etc.) plus finally persuaded to opt for the acquisition of their products.

(4) Closing sale: the On-Line Retailers shopping basket with which the request is made is easy to add the desired products and quantities needed, resulting in the sum of prices on the spot, while allowing close the deal and transmit the order.

(5) Electronic Payment: credit card, bank transaction or pay-pal.

(6) After-sales service: operation tracking distribution and product delivery, either through the network or through other physical channels. The resources used in the network to advise the client are, among others, the answers to the FAQ, e-mail and telephone services over the Internet. On-Line Retailers tries to keep the customer in the long run, should report on new products that fit their profile, interest on the view that they deserve and products purchased, etc.

   iii.         Marketing strategies and implications of consumer behavior

The fact that the main characteristic of online stores is the interactivity and connectivity with customers those in charge of the marketing department should consider how models of advertising and media can be adapted to the interactivity and connectivity. The consumer interaction is given in many ways for example new product design; development of a product strategy and innovation marketing or differentiated content therefore online stores must do not forget the look of the design and atmosphere.

The design and layout of the website, are of great importance because they may be the only points of reference with a great influence on the purchase decision process for consumers. Therefore, not only must the virtual establishment be attractive, but to use the design as an essential part of the overall sales strategy and must not forget the cultural element because of its significant influence on the design of the website.

In addition On-Line Retailers must determine the basis of preference according to consumer behavior, give expression to the basket items that consumers do not buy or tastes expressed in ratings that users give to certain products or services and these system must be used among other similar products to recommend purchases based on other customers who have made the assessment of the products.

                                                                                                                               
IV.         Strategies and recommendations
  
      i.         Main models of consumer behavior on the Internet

Before to mentioned any strategies and recommendation is worth to review the main research carried out on models of consumer behavior in virtual environments affecting the influence of personal factors on consumer purchase decision:

·                  Li, Kuo & Russell (1999) studied the influence of socio demographic variables, buying motives, the knowledge of the channel and the perceived usefulness of Internet buying behavior.

·                  Swaminathan, Lep-kowska-White & Rao (1999) studied the determinants of the conversion of a surfer on a buyer.

·                  Jarvenpaa, Tractinsky, Saarinen & Vitale (1999) studied the antecedents and consequences of consumer trust in the virtual establishment.

·                  Goldsmith (2002) studied the history of the intention to purchase through Internet.
·                  Jee and Lee (2002) analyzed the antecedents of perceived interactivity on the website and their influence on purchase intent through the network.

    ii.         Projected virtual service tangibility

Physical representation and partnership strategies are need to maximize the effectiveness in an electronic context of a service virtual company; the goal is to increase the tangibility of the service through the manipulation of signals of the e-scape company. Specifically, a physical representation strategy focuses on the tangible elements that are part of the service.

In the case of On-Line Retailers for example, the manipulation signals can be tangible objects that could be included on the website as well as a partnership strategy focuses on the tangible that are not directly part of the service but are linked to it. Finally, the strategy of the documentation describes the value of the service through the use of facts and figures. For example, On-Line Retailers can mention delivery on time percentages or their safety check out standards.

The documentation it is an effective strategy to increase the tangibility of services, resulting in more positive evaluations of the service and the website. Overall, the author concludes that by increasing the tangibility of the service companies such as On-Line Retailers can create a more positive assessment by the consumers. In addition, environmental manipulation reduces the perceived risk associated with the service itself, and consequently, this leads to a more positive response by consumers.

   iii.         Effects of store design for positioning of online shoppers

Three main factors are required by On-Line Retailers to gain a good position with customers:

Factor 1: Reliability, the fulfillment of the promises On-Line Retailers made, their attention to allegations quick, easy navigation and effective, meeting the deadlines, the correct performance of the service the first time, the adequate presentation of the product and its features, and the transmission of a positive image in their transactions.

Factor 2:  Trust: the information aspects of the buying process or product availability, the incorporation of security features, confirmation of the purchase, the possibility of making payment through different means and the confidentiality of customer data.

Factor 3: Communication: the information given in the web, communication with people with similar interests, access to other websites, individual attention, customer service 24 hours and the web design.

  iv.         Affective and cognitive states

Affective and cognitive components that make up the emotions of individuals are but affective and cognitive responses that are causing consumer external stimuli from the environment. Affective responses can be favorable or unfavorable and vary in intensity. For example that affectivity includes: (a) relative intensity of emotions such as love or anger, (b) less strong feeling states such as satisfaction or frustration, (c) mood as boredom or relaxation, and (d) affable attitudes from the individual to a particular product. The types of affective responses such as feelings, for example, may be favorable or unfavorable. The mood can also be positive (relaxation) or negative (sadness). The four types of affective elements differ in the level of arousal or intensity that are experienced by consumers.

The emotional reactions of consumers towards the environment can influence their cognition during the decision process (to go to a store with good humor can cause you to spend more money on it that if you're in a bad mood). Affectivity associated with the individual's mood influences their cognitive process during purchase thus will be more likely to think about the qualities of subject matter favorable in the case of On-Line Retailers the main emotional components represented by the pleasure or enjoyment (pride, affection, gratitude, joy), activation (interest, surprise, involvement) and domination (impotence, powerlessness, sadness, fear, disgust).

Emotions mediate the relationship between advertising and consumer responses, independently measuring attitudes toward advertising and attitudes toward the brand. In the same way, On-Line Retailers advertising, as a part of the web site environment, affects the perception of virtual user on their website.

                                                                                        
V.         Conclusion strengths and weaknesses of marketing strategy

i.                    1-click On-Line Retailers

Overall online shoppers consider unimportant elements such as leisure and entertainment in virtual stores. These are not key elements when selecting an establishment online either for an actual purchase or to request commercial information. Nor elements of communication with people with similar interest whether forums, chats, etc. Consumers of the four segments showed a poorly differentiated behavior in terms of the overall perception of the service, satisfaction and future purchase intention, and this is quite favorable. The data indicates that the virtual stores as On-Line Retailers when visited show an acceptable level in the design of its offer and the services provided to the users.

Other aspect to include for online consumers is the confidentiality and reliability of the service provided by On-Line Retailers. Users are concerned about the security of their data and transactions, and that the processes are made properly and problems are resolved efficiently. Consumer particularly appreciate the confirmation that the purchase process is successful, the financial arrangement, the image of trust and reliability that gives virtual setting, and that it contains clear information on how to purchase. These aspects are very relevant to the concern about privacy and security.

In short, On-Line Retailers environment, formed by the physical characteristics thereof, directly influences consumer responses by the emotional state that occurs, which leads to increase or decrease the purchasing activity. When the situational characteristics that make activating the consumer environment and generate positive emotional states it will tend to stay longer in the establishment, which means increasing the likelihood of buying more products in the store.

In fact, the valuations of individuals on the emotions experienced before the establishment environment significantly predicted measures such as rejection approach or the pleasure of buying the property, the desire to spend more time on it and explore it, the feelings affiliation with others, the desire to return and likelihood of spending more money than expected. Furthermore, satisfied customers are more likely to recommend and use again.

ii.                  Buyers state of mind and their satisfaction

A positive relationship between emotional states and individual satisfaction on behavioral intentions and, specifically, about loyalty. In general terms loyalty constitute the approach behavior of the individual to the store caused by the application of the environmental stimuli that produce positive emotional state, in addition to satisfaction during consumer shopping experience. And this in time may produce a behavior related approach, in particular with possible future repeat purchase and recommendation of the establishment to others.
In short, it is time to mention that there is a relationship of interdependence between each of the elements making up the study of consumer behavior, in particular, its internal states and cognitive-affective, behavior and the surrounding environment.

   iii.         Elements of consumer analysis and their influence in the environment

Affective and cognitive states can change consumer behavior and the environment. Behavior can change the internal states of the individual and the environment. In addition, the environment can change the internal states and consumer behavior. The development of marketing strategies, therefore, must include a joint analysis of these elements relationships because their direction can have a change in any given time.

Furthermore, analysis of the consumer environment is necessary to observe what factors influence consumers currently on and what changes are occurring, so that, depending on the previous analysis applies the most appropriate marketing strategy. In this sense, the analysis of the consumer could not finish when the marketing strategy has been implemented, but should continue investigating the effects of such a strategy and if it could be changed to increase their effectiveness.

iii.                Marketing strategies

Recommendation systems are adapted from the suggestions from friends or others to the Internet environment. These processes in turn are divided into two stages one that occurs on-line and the other. The development of a well-founded strategy requires to be developed at an early stage, where there is prior knowledge of the consumers interested and behavior, later to be offered a solution to the problem created by information overload on the Internet. These systems represent a useful application in solving this problem, especially if we consider the scope of product recommended information in the context of e-commerce and distance education or virtual.

Companies can choose to create, organize, evaluate and analyze a database of consumers (database marketing) based on any of the above sources. This is useful for marketing strategies, such as making recommendations to those same users. In this sense, this capability is especially necessary for On-Line Retailers characterized by applying a relational approach in the management of their business, which enhances the establishment and maintenance of relationships with their customers. Specifically, the systematization of recommendations provides customers sustain them over time, increasing their satisfaction and improving the long-term financial results of On-Line Retailers.